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Regular version of the site
Of all publications in the section: 9
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Article
Родькин П. Е. Современные проблемы сервиса и туризма. 2018. Т. 12. № 4. С. 25-34.

The article is a critical analysis of the conceptual apparatus in the field of branding and marketing areas. The author discusses the various definitions of «brand» and «brand territory», their diversity and its causes. The aim of this work is clearing the theoretical and practical definition of the territorial brand through the redefinition and extension of the conceptual apparatus. This approach can remove the resulting misunderstanding of the subject activities and «contradictions» in its definition, as well as to expand its theoretical base. Verifying the conceptual and terminological apparatus is not only «theoretical» and «academic» in nature, but has practical importance, which contributes to a more precise determination of the activity of the developer and the customer in the framework of specific project activities and qualitative development of branding in Russia. The article introduces the concept of «brand-identification» to minimize the confusion among the different parts of the same structure - the brand and to address methodological and terminological confusion among developers and customers of regional branding through differencing essentially single and at the same time different parts of the communicative system: the brand and its visual identity (brand identification). The author uses the concept of representation of the territory, image of territory, existing in the minds of consumers and target audience. The image of territory is formed as the scope of project activities through advertising, design, marketing, branding, PR, and is implemented, and reproduced in the information-communicative space of the modern information society. The image of the area and its representation (and the idea of it) is the struggle and unity of the real and the ideal (desired) image of reality. A critical analysis of the attraction’s semiotics by D. Maccannell is the theoretical basis of representation of the territory. It defines a tourist attraction as a sign through the relationship among sight, marker and tourist. The article defines the problem of analyzing the identity (and identification) of the territory with respect to the image areas and not to the real territory, the representation «assigns» identification function, the image becomes inseparable in the popular consciousness from reality. The author draws the conclusion about the necessity of differentiation of concepts «brand» and «brand-identification». The brand of the territory is defined as the representation of areas by means of information and communication tools. Brand-identification of the territory is one of the structural elements, and «attributes» of the brand territory. Representation of territory is a more general concept which can be understanding at the level of conceptualization of place branding, brand identity is more applied, and corresponds to the appropriate level of operationalization.

Added: Feb 11, 2019
Article
Орлов И. Б. Современные проблемы сервиса и туризма. 2016. Т. 10. № 4. С. 31-40.

In article on the basis of first introduced into a wide scientific turn of two documents of the Federal archives (GA RF and RGAE) and memoirs recreated unknown pages of the early history of «Intourist». In particular, the history of the first scientific tourism expedition on the icebreaking steamer «Malygin», organized by «Intourist» in the summer of 1931. Departmental documents allow to see the navigation of the icebreaker, not as a scientific expedition, but as a tourist on a trip to promote «Intourist» and showcase successes of Soviet science and socialist construction in General. From the materials of the Soviet tourist Agency shows that political-ideological and scientific objective of the trip was dominated to the detriment of actually Hiking purposes. Its negative impact on the course of the trip provided primarily organizational confusion, lack of unity of command and the lack of experience of the organization such trips, as in «Intourist» and the ship's crew. But on the background of significant scientific results and generally favorable reviews from foreigners, conquered the beauty of the Arctic, the first experience of Arctic tourism can be considered successful.

Added: Feb 27, 2017
Article
Замятин Д. Н. Современные проблемы сервиса и туризма. 2015. Т. 9. № 2. С. 25-31.
Geo-cultural regional policy is associated with the actualization of the real identity of communities, people and events that can convert and transform the real image of the city. It should be focused on people and not on tangible or intan- gible objects. This is its essential difference from traditional regional policy. Geo-cultural branding of an area is not a traditional branding area that exists in western branding and marketing for- mats and is now developing on Russian soil. This activity is related to the cultivation areas of images, which are impor- tant for the cohesion of territorial communities. It can be a non-profit or commercial, but, anyway, the main purpose of geo-cultural branding cannot be initially commercial, it is focused not on profit but on the development of the identity of the city (and wider - regional) communities and the events that actualize the image of the city. At the end of XX - the beginning XXI centuries the concept of genius loci has become part of popular culture, one of the tools for development of tourism and marketing of areas, used in the protection and promotion of cultural heritage. As part of humanitarian geography the concept of “genius loci” is semantically correlated with the notions of cultural land- scape as an object of heritage, local (spatial) myth, symbolic topography, geographical image. Particularly productive this notion in research on literature, geography, geography and the geography of aesthetic art, landscape architecture and garden art. Characteristics of image resources of cities and territories in the context of geo-cultural branding should include an analysis of the possibilities of using space imagery of geniuses and specific representations of these images within geocultural regional policy.
Added: Dec 10, 2015
Article
Родионова Н. А. Современные проблемы сервиса и туризма. 2008. № 2. С. 14-20.

The author reveals the character of the Spanish officer who witnessed and participated in tragic events related to joining the Caucasus to Russia in the XIX-th century. It is of particular significance that a Spanish emigrant whose motherland had passed through the same stage in the states development reflects upon the political situation in Russia. Besides, uncovering the historic facts through describing Russian Army soldiers and officers daily routine and relations is of interest.

Added: Oct 15, 2012
Article
Орлов И. Б. Современные проблемы сервиса и туризма. 2010. № 3. С. 36-42.

Relying on archives and other little known documents the author analyzes the problems in arranging the ration tickets supplies for various strata of population during World War II and shows the food rationing specifi cs as a part of the social policy of a nation at war.

 

Added: Oct 22, 2012
Article
Цыганова Л. А. Современные проблемы сервиса и туризма. 2013. № 1. С. 5-8.
Added: Apr 4, 2013
Article
Орлов И. Б. Современные проблемы сервиса и туризма. 2009. № 3. С. 25-30.
Added: Mar 12, 2010
Article
Орлов И. Б. Современные проблемы сервиса и туризма. 2014. Т. 8. № 2. С. 78-85.

In article on the basis of newly introduced into scientific use of archival documents are being reconstructed main trends of housing policy 1920-1930-ies. It is concluded according to the policy in the field of housing and communal services from the general model of economic development (war communism, the NEP and the forced industrialization).

Added: Feb 1, 2015